Amazon’s revolutionary checkout-free grocery store format could be on its way to the UK, creating further unwanted competition for the supermarket multiples.

The online giant began testing its first ‘Amazon Go’ format in Seattle at the end of last year.  It that allows shoppers to pick up their groceries and simply walk out without having to pay at the checkout. The innovative format uses sensors to track customers as they walk around doing their shopping and record items they pick up, with any purchases automatically billed to their Amazon account when they exit the store.

Amazon has already registered a trademark for Amazon Go in the UK and reports on Friday said the UK Intellectual Property Office has approved an application by the company to trademark its slogans: “No Lines. No Checkout. (No, Seriously.)” and “No Queue. No Checkout. (No, Seriously.)”.  A corresponding application is being reviewed by the EU’s equivalent agency.

The strap line is used in a promotional video for Amazon Go on YouTube that’s been viewed more than 9 million times.

Reports earlier this year suggested that Amazon has started looking for suitable sites in London to open its first bricks & mortar grocery stores as part of its strategy to expand in the sector following the launch of its AmazonFresh service last year.